CCT applied research and the limits of consumers’ heroicisation

Bernard Cova; Veronique Cova

doi:10.1080/0267257X.2014.929165

Journal Articles Journal of Marketing Management Year : 2014

CCT applied research and the limits of consumers’ heroicisation

(1) , (2)

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Bernard Cova

Function : Author

KEDGE Business School [Marseille]

Veronique Cova

Function : Author
PersonId : 1004321

Centre d'Études et de Recherche en Gestion d'Aix-Marseille

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Business administration

Yasmine El Alami : Connect in order to contact the contributor

https://hal-amu.archives-ouvertes.fr/hal-01839379

Submitted on : Saturday, July 14, 2018-5:31:12 PM

Last modification on : Thursday, July 14, 2022-4:08:02 AM

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hal-01839379 , version 1 (14-07-2018)

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HAL Id : hal-01839379 , version 1
DOI : 10.1080/0267257X.2014.929165

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Bernard Cova, Veronique Cova. CCT applied research and the limits of consumers’ heroicisation. Journal of Marketing Management, 2014, 30 (11-12), pp.1086 - 1100. ⟨10.1080/0267257X.2014.929165⟩. ⟨hal-01839379⟩

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CCT applied research and the limits of consumers’ heroicisation

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